A set-top box seems like the perfect device for indulging in a bit of shopping, think about it, you’re comfy on the couch and going through a list of products that might appeal to you. If it’s easy to place an order you very well might go ahead and place an order. I’ve often wondered when Amazon hasn’t done that yet with its own set-top box, the Fire TV, and now it does appear to have done something about it. It’s now possible to shop on Amazon via the Fire TV.

There’s no proper Amazon storefront as yet for the Fire TV so don’t expect to be able to access the millions of products that you can shop for via Amazon on the web or through its mobile applications. However the implementation that’s live right now hints that a proper storefront may not be that far off.

For now users can only buy the products that pop up in banner ads on the Fire TV’s home screen. Clicking on the add will take users to a page where they can browse the product’s photos and read reviews from customers. It merely takes three clicks to order that product meaning that the entire process has been streamlined nicely.

Since users can’t browse the entire Amazon catalog just yet this feature may not bring in that many sales for the online retailer, but it does prove a point, that the Fire TV can be used as a proper gateway into the world of Amazon, and for all we know it may only be a matter of time before a great Amazon storefront is released for the Fire TV.

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